What does a marketing director at a football club do?

Football is the biggest sport in the world, uniting countless fans around the world in celebration of club teams, national teams and of the beautiful game itself.

The sport holds a special place in the hearts of millions, but to ensure football arrives on their screens, in their homes and in their stadiums, there is a multi-talented and international team of professionals who facilitate the enjoyment of football worldwide.

A director of marketing is just one of these professionals – though they do play an enormous role in building the brand of their club and employer, helping that club stand up, get noticed and be counted on the global stage. The director of marketing is in charge of ensuring that older fans keep coming back, and the newer generation get infected with the passion of the game.

So what exactly are the duties of a marketing director at a football club? How does one begin a career in marketing in football? In this blog, we’re going to explore what it means to be a football club’s marketing director and what the career path to the position looks like.

What is a marketing director at a football club?

Marketing is an important part of the modern football business and marketing directors are the people who are in charge of marketing strategy and operations for their chosen club or national team. It is their job to ensure the club is seen and heard by as big a global audience as possible.

Marketing director jobs can cover a range of marketing disciplines, including social media, television broadcasts, direct mail, PR work, fan engagement and advertising, and as such, extensive training, education or experience with the field is a must.

In terms of renumeration, marketing director salary consideration are almost always based on the size, presence and financial backing of the club the marketing director works for.

What does a marketing director at a football club do?

Marketing directors head up the marketing side of the club’s operations, working to make the club’s brand more recognisable and more prevalent in the public conscious, overseeing everything from PR campaigns and local publicity to kit launches and transfer announcements to engagement with existing and potential fans.

Generally, a marketing director will oversee any process, task or project that promotes the club’s image. This can include things like:

  • Managing a team of marketers, social media writers, copywriters, designers and strategists
  • Overseeing the club’s marketing budget
  • Handling sponsorship details and advertising opportunities
  • Ensuring the club’s image is protected in the public eye
  • Exploring new opportunities for international coverage

For the marketing director, football at the club is something to be shared with as big an audience as possible, and that can make it one of the most exciting careers in football as a sport and as a form of entertainment.

How to get into a career as a marketing director

There are a number of routes for those looking to pursue a marketing director career in football but almost all of them depending on having some degree of education that adequately prepares them for the business side of the sport.

A sports business and management course at a leading university makes for an excellent start for anyone looking at careers in football as a whole, including marketing roles and director positions. This kind of education can provide insight and understanding about what it means to run a football club, as well as giving the critical analytical skills to identify ways to improve how that club is perceived by the general public.

On a similar level, obtaining experience within the field is also an invaluable way to start a career within marketing in football.

Frequently asked questions

How do you become a sports marketing director?

A sports marketing director role is a coveted position in most sports, and one of the best ways to purse one of these roles as a career starts with having the right training and education to help you succeed.

Generally, having a degree or a certification within sports business and marketing will give you the skills and abilities you need to be able to analyse and understand the sporting world. This kind of course may also give you the right opportunities for networking with professional connections to help you get started on the path to becoming a sports marketing director.

From this point on, it’s all about gathering as much experience as you can within a marketing role at a sports club or institution, learning as you go to better equip yourself for a director position. Additionally, maintaining a keen interest in the sporting industry (including all sports) is essential, to keep up your enthusiasm and your knowledge of sports management.

How much money does a sports marketer make?

When it comes down to how much a sports marketer makes, this is almost always dependent on the sport that the marketer works in.

Some sports, such as football for example, have a lot more money involved and as such, those working in those sports can expect to earn more, especially when connected with the higher echelons and clubs in the game. It’s important to remember however, that as a result of these higher salaries, positions are far more competitive.

Other sports may not pay as high a salary, but they will be much easier to start a career in. These positions are excellent for gaining experience and insights that you can take on to new sports and new roles. You should also ensure that the sport you work for is one that you are interested in – you’ll need to be fulfilled by your work to carve out a successful career path.

What jobs are there in sports marketing?

Sports marketing is a wide and varied field with many positions that suit different talents and interests. Some of these include:

  • Marketing director
  • Brand manager
  • Customer relationship manager
  • Social media executive
  • Sports copywriter
  • PR executive

Each of these roles represents a gear within a sporting club or institution’s marketing output, all playing their own individual roles to level up the brand of their employer within their sport.

If you’re looking into a career in sports marketing, or as a sports marketing director, the best place to start is with an accessible and insightful higher education course, led by experts and professionals within the field.

The University of Liverpool’s Sports Business and Management MSc course makes for the perfect introduction into the professional world of sport, revealing the managerial and business side of the industry and teaching invaluable analytical abilities and leadership skills that can help you thrive as a sports marketing professional.

Learn more about the course and how it can help you kick off your sports management career with our comprehensive course webpage.

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